Cruor Barolo Wine Packaging Employs a Visual Trick for Clever Branding
Amelia Roblin — September 27, 2013 — Lifestyle
References: plusminus.fr & packagingoftheworld
Do you recognize the image on the front of Cruor Barolo Wine packaging? It might be familiar from books or perhaps lessons learned at school. Two faces are illustrated in profile view with their noses nearly touching. The form that seems to recede into the void between them resembles the silhouette of a chalice.
Audric Henri Dandres (also known as Plus Minus) was smart to take such an iconic image and put it onto a wine bottle. This technique would be sure to catch consumers amidst an overstocked liquor store shelf; however, the brilliance of Cruor Barolo Wine packaging goes beyond attracting attention. Within the graphic are two eyes, two noses and two mouths, and these represent an appreciation for the color, the smell and the taste of the rich alcoholic beverage.
Audric Henri Dandres (also known as Plus Minus) was smart to take such an iconic image and put it onto a wine bottle. This technique would be sure to catch consumers amidst an overstocked liquor store shelf; however, the brilliance of Cruor Barolo Wine packaging goes beyond attracting attention. Within the graphic are two eyes, two noses and two mouths, and these represent an appreciation for the color, the smell and the taste of the rich alcoholic beverage.
Trend Themes
1. Optical Illusion Packaging - Brands can create clever and attention-grabbing packaging that incorporates optical illusions to stand out on crowded shelves.
2. Multi-layered Messaging - Brands can convey multiple messages and meanings through the use of cleverly designed packaging that incorporates hidden or layered images.
3. Interactive Packaging - Packaging can be used as a tool to engage consumers in a deeper understanding of the brand and its products through interactive elements.
Industry Implications
1. Wine - Wine brands can differentiate themselves by incorporating optical illusions and multi-layered messaging into their packaging to communicate their unique flavor profiles.
2. Food and Beverage Packaging - Food and beverage brands in general can use interactive and attention-grabbing packaging to stand out on crowded shelves and create a memorable customer experience.
3. Marketing and Advertising - Brands can use the concept of optical illusions in their marketing and advertising campaigns to create intriguing and memorable visuals that capture consumer attention.
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